How Automation Improves Service Efficiency, Customer Engagement, and In-Store Experience
Shell Poland — part of one of the world’s largest energy and retail brands — introduced BellaBot and KettyBot from Pudu Robotics to enhance operations and customer experience inside its fuel station convenience stores.
This marked the first deployment of service robots in a European gas station environment.
The Challenge
With evolving customer expectations and multi-use retail environments, Shell faced:
- Demand for faster, more efficient in-store service
- Staff workload balancing food service and retail support
- The need to modernize the customer experience
- Difficulty creating consistent engagement inside convenience spaces
This created a gap: More time spent on service logistics — less time focused on customer experience.
The Solution
BellaBot and KettyBot were deployed to support autonomous food delivery and in-store engagement.
The robots:
- Deliver food orders directly to customers in dining areas
- Announce arrivals and guide guests with visual and voice cues
- Assist customers with navigation and product discovery
- Promote in-store offers and enhance the retail experience
This shifted operations from: Manual service + passive retail → automated, interactive customer engagement
The Results
Increased Service Efficiency
Faster, more accurate food delivery- Ability to handle multiple orders simultaneously
Reduced Staff Workload
- Less time spent on repetitive delivery tasks
- More focus on customer service and store operations
Enhanced Customer Engagement
- Interactive robots guide, inform, and entertain customers
- Strong engagement through voice, visuals, and real-time interaction
Improved Brand Experience
- Modern, innovative in-store environment
- Increased customer interest and repeat visits
Real-World Impact
Shell Poland’s robotic deployment gained national attention and industry recognition, earning awards for innovation and setting a new standard for retail experience in fuel stations.
Why This Works
Most automation fails due to poor adoption — not poor technology.
Success in retail environments comes from:
- Integrating automation into real customer workflows
- Enhancing both service and in-store engagement
- Supporting staff while elevating the customer experience
The Impact Robotics Approach
Impact Robotics focuses on managed automation:
- Start with a real-world use case
- Validate performance in your environment
- Scale what improves both operations and experience
Not automation for the sake of technology — Automation that enhances retail.
Bottom Line
In retail, experience drives loyalty.
Robotics helps create more efficient operations — while turning everyday interactions into something memorable.
As a Certified PUDU Robotics Distributor, Impact Robotics helps organizations implement automation that works in real environments—supporting staff, improving operations, and elevating the overall experience.